Bruce Mullan – Mapping You Customer Journey

Transcript

1. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 1 Mapping your Customer Journey with the right business focus. 11 August 2018 Presenter: Bruce Mullan
2. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 2 Strategic Business Advisers Our for-purpose clients call on us if their goals are to: 1.  Grow or diversify their income 2.  Save money 3.  Do better at what they do
3. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 3 Today’s presentation ü Mapping your customer journey ü The right business focus for your organisation to support that journey ü Clues for balancing your profit and purpose
4. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 4 Customer Centric Governance What do you think this might mean? (antanáklasi)
5. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 5 Customer Centric
6. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 6 Business Focus Customer value Profit formula
7. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 7 Business Focus Operational Excellence Customer Intimate vs
8. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 8 Business Focus
9. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 9 Business Focus Examples Operational Excellence Customer Intimate
10. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 10 Your Business Focus
11. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 11 Your primary business focus? Operationally excellent, customer intimate or somewhere in between? (antanáklasi)
12. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 12 Customer Journeys •  Framework for marketing strategy and service design •  An easy way to visualise the purchasing and delivery of intangible services
13. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 13 How do we buy anything?
14. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 14 Key Concepts Re-cap 1.  Customer-centric 2.  Business focus 3.  Customer experience 4.  Customer journey
15. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 15 The Buying Process Did anyone buy a car recently?
16. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 16 Market Leader Examples
17. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 17 Awareness Stage Objective: Acquire an interest in your organisation. Prospective Customer: Who are you? Are you relevant to me?
18. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 18
19. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 19 Operational Excellence •  Mass marketing advertising on TV, radio etc •  Tele-marketing •  National trade shows Customer Intimate •  Relationship marketing •  Local events and referral networks •  Local media •  Regular direct contact
20. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 20 What Awareness activities are working well?
21. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 21 Consideration Stage Objective: Demonstrate your advantages. Prospective Customer View: Evaluate and narrow choices
22. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 22 Australian Unity VIP Dial An Angel Omni-Care How does a Home Care Service Provider differentiate itself?
23. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 23 Guarantees Bundled Services Discounts But wait, there is more … Keep it simple Try before you buy Pricing Strategies?
24. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 24 Opera@onal Excellence Customer In@mate
25. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 25 Operational Excellence •  One size fits all •  Quotes that suggest you are cheaper •  Speed to respond using sales automation tools (templates and pre-defined sales paths) •  Chat tools to handle enquiries Customer Intimate •  Tailoring solutions and understanding needs •  Reference checks •  Open days •  Community events
26. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 26 Who is your ideal Customer, if they could choose you? … Who is not?
27. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 27 Onboard Stage Objective: Acquire a new Customer. Prospective Customer View: Preferred choice. Quick start and a simple process.
28. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 28 Home Care 1.  Establish Package components. 2.  Sign Agreements to become a Customer. 3.  Onboarding into Operations Toyota Corolla 1.  Establish final Package components. 2.  Sign Agreements to become an owner. 3.  Onboarding Customer onto Service and Support systems.
29. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 29 Operational Excellence •  Simple and quick •  “In the moment” Customer Intimate •  Sophisticated •  Highly personalised process
30. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 30 How is your onboarding process working for you?
31. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 31 Service Stage Objective: Retain customer and offer additional services. Customer View: Achieve my goals. Expectations of past service levels to continue.
32. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 32 Engage with Customers to build a strong relationship §  Identify needs and promote other services §  Gather Customer success stories §  Provide self-service tools
33. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 33 Lube Mobile GP Online Booking System Aged Care Provider Apps Ford
34. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 34 Operational Excellence •  Optimised rosters •  Low cost back office •  Front line staff have less autonomy Customer Intimate •  Relationship is your focus •  Identifying unmet needs •  Empowered front line staff
35. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 35 In serving your customers: •  What do you do really well? •  What things are you most proud of? •  What would you change to give a better Customer experience?
36. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 36 Advocacy Stage Objective: Build loyalty. Customer View: Speak positively about their experience.
37. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 37 Toyota Clubs Toyota Magazines Toyota Support Advocacy Approaches
38. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 38 Operational Excellence •  Automated online survey •  Net Promoter scores Customer Intimate •  References and success stories are critical •  Personal acknowledgements
39. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 39 Our journey with you I respond to a campaign you’ve run. I enquire about your services. How do I sign up? I want to buy more from you. Dad is still feeling lonely and isolated?
40. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 40 How do you as a Leader pull all of this together? 1.  Customer-centric 2.  Business focus 3.  Customer experience 4.  Customer journey
41. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 41 What house will you need? Strategy: Customer-centric Business Focus: Customer In@mate
42. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 42 Customer-centric design
43. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 43 Aha moments! Has this presentation given you any food for thought? Thanks for listening!
44. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 44 We are Purpose Driven No Profit No Purpose Ensure your financial sustainability and facilitate innovation. From Volume to Value Optimise your customer relationships. People Driven Change Empower your people to drive their own change. Technology Enablement Maximise your technology investments.
45. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 45 Questions? Bruce Mullan The Purpose Driven Group e: bruce@purposedriven.com.au t: 1300 69 70 40 Linked In: www.linkedin.com/in/brucempurposedriven The Purpose Driven Group is a customer intimate business. We guide for-purpose organisations through the most profound change you can make - figure out what type of business you are.
46. © 2018 The Purpose Driven Group www.purposedriven.com.au Do good, do well 46 The Purpose Driven Group Use of this Document This document is intended to inform and educate. It provides general advice only. An organisation or service provider’s particular circumstances or needs have not been taken into account. This document is prepared for Better Boards use only and should not be relied upon nor used by anyone else. While all care has been taken in the preparation of this document, The Purpose Driven Group accepts no liability for errors or omissions. The information is current as of August 2018 and is subject to change.